They all believed the business, started in 1807, and its precious fungal cultures that give soy sauce its unique taste were lost forever. Everyone except for Michihiro Kono, the ninth-generation son of the founding family.

Four years later, Yagisawa Shoten Co. has been saved through Kono's conviction, crowd-funding and the unexpected survival of its vital ingredient.

"If you don't give up, no matter how painful it gets, there will always be a way," said Kono, 41.